Qualitative Research

Qualitative research is conceptualized and designed to provide in-depth information on a research theme or topic. Such information is expected to provide insights that are unachievable with quantitative research. But critics of qualitative research reason that it is too subjective and lacks quantifiable grounding.

Qualitative research is employed as both formative and evaluative research (e.g., at the beginning and end of public relations campaigns), and is often used in marketing research, test marketing, and political campaigns. In fact, it is difficult to conceive of modern public relations efforts that do not involve some component of qualitative research, often in conjunction with quantitative research.

Robert Yin (2003) discussed qualitative research as having the primary strength of being able to answer questions of why or how something happens. That approach can be contrasted with quantitative research that answers the questions to what extent, how much, how often, and so on, indicating a difference in the generalizability of data. In research firms, qualitative data are often sought to explain or gain greater insight into the “why” to explain statistical findings. Combining qualitative and quantitative data is called mixed methods, and can result in more explanatory and reliable findings because of the large amount of both statistical and detailed data available to understand the topic.

Qualitative research employs many data-gathering methodologies, such as case study, historical analysis, secondary (e.g., library or industry) research, focus groups, interviewing, participant observation, text and document analysis, semiotics and proxemics, and ethnography. A methodology often associated with qualitative research is content analysis, but its inclusion as a qualitative method has been questioned by some, who argue that it is a quantitative method. Based on public relations use, it is considered a mixed method of research.

Qualitative research has a rich theoretical tradition that emerged from anthropology and sociology, especially the sociology of the so-called Chicago School of researchers. Researchers used extensive participant observation and interviewing techniques to gain understanding on everything from the class systems in society to organizational hierarchies and various subcultures. They gave qualitative research a rich theoretical backing in symbolic interactionism, conflict theory, labeling theory, or grounded theory as a means to viewing situations, constructing questions, and the context driving the qualitative studies. Psychologists and organizational psychologists contributed to the use of qualitative methods by probing motivation, attitude formation, and behavioral change.

Organizational communication theorists applied these methods to understanding communication and behavior among workers, managers/supervisors, and between both categories of organization members. Such analysis is used by public relations scholars to understand why and how [Page 766]communication takes place between organizations and publics. In public relations, it is used to gain insights into organizational reputations and to better understand the publics with whom organizations interact.